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Thanks to a wealth of platforms and approaches, the digital advertising landscape can be a daunting quagmire. Here’s Artefact’s Bernal Mazaira to help us through the paid media funnel.
Keywords have been a key part of digital marketing for a long time. Here's what you need to keep in mind as their role changes.
To get ahead of the inevitable transition in Google Ads, we cover how to switch from Dynamic Search Ads to Performance Max
Matthew Ratty, CEO of TrafficGuard explains that When Google announced Performance Max (PMax), it seemed like the answer to every marketer's dream. But something has gone awry.
Artificial Intelligence or AI, is already making a huge impact on a variety of global industries, including hospitality. Google has already seen success with their own AI implementations, including their fully AI-powered Performance Max ads, which have seen ‘on average over 18% more conversions at a similar cost per action’ vs. other paid search ads. A separate case study by Google found that India’s travel booking engine, Goibio, saw a 25% increase in hotel transactions with Smart Bidding, with a 22% lower cost per conversion rate for non-brand paid search campaigns.